MAG (Airports Group)

CRO Manager

MAG (Airports Group)

full-time

Posted on:

Location Type: Hybrid

Location: Manchester • United Kingdom

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About the role

  • Responsible for leading the optimisation strategy of our ecommerce journeys to improve conversion rate, user experience and drive overall business growth.
  • Develop, lead and execute a comprehensive Conversion Rate Optimisation (CRO) strategy across all websites and devices to drive customer journey improvements and increase conversion & KPIs.
  • Conduct in-depth opportunity analysis of user behaviour, customer journeys, and conversion funnels to identify optimisation opportunities.
  • Work closely with key stakeholders (internal & external) to identify and prioritise UX pain points across the various existing & new user journeys & products aligned to business KPIs and targets.
  • Regularly conduct and review website opportunity analysis to determine areas of focus for optimisation, driving the optimisation roadmap.
  • Manage the relationship with key stakeholders including product, tech and UX to deliver a programme of CRO aligned to achieving commercial business KPI targets at both topline P&L level but also airport level, ultimately driving improvements in conversion rate
  • Plan, execute, and analyze A/B and multivariate tests to optimize website elements, including copy, layout, forms, and calls-to-action (CTAs).
  • Utilize testing platforms and tools to set up experiments, monitor performance, and derive actionable insights for iterative improvements.
  • Interpret test results and make data-driven recommendations for ongoing optimisation efforts.
  • Utilize web analytics tools (e.g., Google Analytics, Full story) to track key performance indicators (KPIs), such as conversion rates, bounce rates, and session duration.
  • Generate reports and dashboards to monitor website performance, identify trends, and communicate insights to stakeholders.
  • Conduct user research, surveys, and usability testing to gather qualitative feedback and identify areas for improvement.
  • Collaborate with UX/UI designers to enhance the user experience and usability of digital properties through iterative design improvements, helping to shape industry leading, innovative experiences for our customers.
  • Conduct heuristic evaluations and UX audits to identify usability issues and friction points in the conversion process.
  • Implement best practices for responsive design, accessibility, and mobile optimization to optimize user engagement and conversion rates across devices, whilst influencing adoption across wider CAVU business.
  • Chair regular weekly, monthly and quarterly meetings with stakeholders across the business ensuring an aligned roadmap delivered at pace to ensure delivery of growth targets.
  • Partner with development teams to implement CRO enhancements, track performance metrics, and troubleshoot technical issues.
  • Foster a culture of experimentation and continuous improvement by sharing insights, best practices, and success stories across the organization.
  • Be the CRO expert lead across all Ecommerce activity working alongside the wider Ecommerce Department and Digital product teams and strive to continuously enhance the Customer Experience.
  • Stay at the leading edge of trends in Digital Optimisation and UX design.
  • Deputise for Head of Ecommerce when required.

Requirements

  • Desirable (but not essential) - degree level or equivalent
  • Driven and motivated to create a high performing CRO team that adapts, develops and grows through continuous feedback and improvement.
  • Previous experience in an e-commerce orientated environment essential
  • Have a strong background in digital marketing, website analytics, and A/B testing methodologies, along with a passion for delivering measurable results.
  • Proven experience of establishing and driving Ecommerce optimisation and conversion improvements through leading CRO teams and their optimisation roadmap, delivery of tests and measuring/actions insight.
  • Highly process driven
  • Experience of UX design across web, mobile and app
  • Analytical, evaluative, and problem-solving abilities, including specific usability research & analytics experience, and multivariate testing, including planning, implementing and presenting results
  • Expert skills in user-centred design solutions with measurable results, across devices & platforms
  • A track-record of considering intuitive site functionality, personalisation & interaction, site architecture, user interfaces & navigation
  • Effective communication skills at all levels, with a proven ability to collaborate with a pragmatic and confident approach and ability to influence in a team-oriented, collaborative environment
  • Strong advocacy for a customer-centric approach and enthusiasm for all things digital
  • Advanced Google Analytics/digital Analytics experience essential
  • Experience of working with multiple datasets within excel
Benefits
  • 25 days holiday, increasing by 1 day per year with service (up to 28)
  • Option to buy up to 10 additional days’ annual leave, plus 4 flexible bank holidays
  • 10% company pension
  • Annual bonus scheme
  • On-site gym
  • MediCash scheme
  • A host of flexible benefits and discounts — including up to 50% off CAVU products such as Escape Lounges and Airport Parking
  • Rail and retail discounts
  • 2 paid volunteering days per year
  • Access to an internal events calendar including health & wellbeing activities, ID&E initiatives, and learning sessions
  • Formal and informal development opportunities, including mentoring programmes and learning grants
  • Enhanced parental leave (T&Cs apply)

Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard skills
Conversion Rate Optimisation (CRO)A/B testingmultivariate testingwebsite analyticsuser experience (UX) designdigital marketingusability testingdata analysisresponsive designcustomer journey optimization
Soft skills
analytical skillsproblem-solvingeffective communicationcollaborationleadershipmotivationadaptabilitycustomer-centric approachinfluencingcontinuous improvement